JRPass: Marrying web development and business processes support

How to optimize booking system for a Japanese railway network and increase sales?



  • Client



    United Kingdom

  • Project scope and technology

    Ruby on Rails Development, UX/UI Design, Business Processes Optimising, Web Development


    Travel, Marketplace

  • Team Composition

    1 product manager, 1 frontend designer, 3 Ruby on Rails developers

    Work duration

    5 months

JRPass is a UK-based company selling tickets for Japanese railway connections all around the world. You click, order, pay - and within a few days you have the ticket arriving at your doorstep. With JRPass you can travel all around Japan or within its specific regions with just one ticket.



We took the project over from the previous team. The process of transferring the work was challenging in itself. The system had to be continuously developed, while the developers and process were changing. During the development, we also encountered several challenges connected to performance and business optimization.

The main ones where:

  • integrating the project into our development framework
  • lack of Regional Passes offers
  • lack of website translations to various popular languages
  • old versions of the framework


We started by slowly taking over the development jobs and responsibilities from the previous team. The whole process of transferring the project took about two months. Finally, when we established ourselves as the new development team, we organized a workshop with the client to define milestones. We introduced them to our Ideamotive working process (weekly sprints, daily stand-up reports and more). At the same time, we began with development and code refactoring.

Here is the choice of the solutions we used:

  • roadmap planning meeting
  • SEO audit 
  • performance audit
  • framework upgrades
  • security check-up and updates
  • site translation into multiple languages


JRPass implemented innovative regional passes with lower prices, which allowed higher and better targeted sales. Thanks to an SEO audit and A/B testing, the website traffic and conversion rates increased. The business processes within payment module were optimized to decrease transactional costs. Overall, the business noted a significant increase in sales.

  • increase in website traffic
  • optimized transactional costs
  • increased sales


Due to the success of this project, a long-term  relationship was formed. Our developers has been working with JRPass for almost three years now, constantly improving the product and taking care of its growth. 

  • 22 Regional Passes for all Regions of Japan
  • 10 New Translations on the Website
  • 10 New Payment Methods

Our project manager had things taken care of and their backend developers had great technical abilities. They’ve been the best we’ve had so far. Both of those realities gave us the option to do things differently than we’ve done them before, which, for me, is very important. Compared to the company we worked with before, it’s a day and night difference; they’re brilliant.

Daniel de Nieuwe

Senior Product Manager, JRPass.com

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